Advanced Typography - Task 2: Key Artwork & Collateral

 Advanced Typography - Task 2: Key Artwork & Collateral

October 1. 2023

10.1.2023 - / Week 3 - Week 
Xing Yu / 0361463 / BA of Design (HONS) in Creative Media
Typography 
Task 2

---

 INSTRACTION

  

Task 2A: Key Artwork

In this task, we will create a work of significant artistic value, which will be an artistic word trademark or lettering. We will use our real name, or the pseudonym used in this project and will work tirelessly to discover and create various permutations and combinations associated with our name to create a unique word trademark or lettered work. This creative process will pursue the depth and personality of the art in order to reveal the uniqueness of our name and engraves it permanently in the artwork.

1.Sketches

This is my sketches. Mr. Vinod pointed out that the design was too complex, the letters were hard to read, and the meaning was not clear enough. This feedback inspired me to go one step further to simplify the design and improve readability to ensure that the message is clearer and easier to understand.

Fig1.1 sketch 9.20.

Therefore, I made some modifications and extensions to use my full name "Xing Yu" as the design theme. Since I love roses and kittens, I created two different versions of the design. One version took rose as inspiration, incorporating its textures and colors into the design elements to convey my love. Another version, inspired by kittens, shows the bond between me and my kittens through cute kitten patterns and related elements.

Fig1.2 Wordmark Sketch 2 9.27

In class, we use the printer to print out the logo design. In the process, I chose one version of the design that would become an important element in our project. This print is a step in bringing virtual ideas into real form, allowing us to more intuitively view and share our creations.

Fig1.3 Wordmark Sketch 3 9.27

Fig1.4 Wordmark Sketch 4 9.27

Final Key Artwork

Fig1.5 Final Key Artwork 9.27

Fig1.6 Final Key Artwork 9.27

Task 2B: Collateral

In task 2B, we first need to select a color palette. Once we have selected the color palette, the next step involves taking a black and white selfie photo and then identifying 3 of the features or elements associated with the product.

2. Brand identity - key artwork

I chose this color scheme because its color is like a rose, bright and mysterious.

Fig.2.1 Color Palette 27.9

Fig.2.2 Brand Identity - Main Work Exploration 1 27.9.2023 

Fig.2.3 Brand Identity - Main Work Exploration 2 27.9.2023 

Fig.2.4 Brand Identity - Main Work Exploration 3 27.9.2023 

Fig.2.5 Brand Identity - Main Work Exploration 4 27.9.2023 

Fig.2.6 Brand Identity - Main Work Exploration 5 27.9.2023 

Fig.2.7 Brand Identity - Main Work Exploration 6 27.9.2023 

Fig.2.8 Brand Identity - Main Work Exploration 7 27.9.2023

 

3. Brand Identity - Self-portrait

Fig 2.3 process 5.10

Fig 2.4 process 5.10

Fig 2.5 process 5.10

Since I was not satisfied with the color, I made some changes.

Fig2.6 Self-portrait final 5.10

4. Collateral

Fig 3.1 Collateral - Postcard 10.10.2023

Fig 3.2 Collateral - Plaid skirt 10.10.2023

Fig 3.3 Collateral - Record album 10.10.2023

Fig 3.4 Collateral - Hello Kitty CCD 10.10.2023

5. Refinement of brand identity - key drawings

Fig 4.0 progress 15.10.2023

Fig 4.1 Major artwork expansion 1 15.10.2023

Fig 4.2 Major artwork expansion 2 15.10.2023

Fig 4.3 Major artwork expansion 3 15.10.2023

6.Instagram

Mr. Vinod asked us to create an Instagram account so that we could show and share our work on the social media platform.

 Fig 5.1 Instagram Profile 10.11

INS link: @xingyu.uuu · Instagram 照片和视频

8. Animation

We need to design a short animation to show our brand logo, which should be about 2-3 seconds long. I have imported the key artwork from Illustrator into Photoshop and managed to create a concise animation.

 Fig 6.1 Animation 10.11

---

Final Task 2: Critical artwork and collateral

Fig 7.1 Main artwork - Black and White 13.10.2023

Fig 7.2 Color palette 13.10.2023

Fig.7.3 Brand Identity - Main Work Exploration 27.9.2023 

Fig.7.4 Brand Identity - Main Work Exploration 27.9.2023 

Fig.7.5 Brand Identity - Main Work Exploration 27.9.2023 

Fig.7.6 Brand Identity - Main Work Exploration 27.9.2023 

Fig 7.7 Major artwork 15.10.2023

Fig 7.8 Collateral - Postcard 10.10.2023

Fig 7.9 Collateral - Plaid skirt 10.10.2023

Fig 7.10 Collateral - Record album 10.10.2023

Fig 7.11 Collateral - Hello Kitty CCD 10.10.2023

 Fig 7.12 Instagram Profile 10.11

 Fig 7.13 Animation 10.11

---

FEEDBACK

week4 special feedback: The fonts are too complex, lack legibility, and do not express the meaning. of the fonts. week5 special feedback: Choose one of the two fonts to design. Simplify the letters, just. "YU." week6 special feedback: Don't use the same logo for every product, make some variations. Instead of just "YU", use the full name" XINGYU ".

week7: general feedback: Don't repeat a logo on Instagram. week8: Independent learning week

week5 special feedback: Choose one of the two fonts to design. Simplify the letters, just "YU." week6 special feedback: Don't use the same logo for every product, make some variations. Instead of just "YU", use the full name" XINGYU ". week7: general feedback: Don't repeat a logo on Instagram. week8: Independent learning week

REFLACTION

Experiences

Creating the key artwork and brand identity of your own name is a challenging process that requires thoughtfulness and creativity. You need to find a unique and attractive way to express your identity and values in order to appeal to your target audience. I need to know my taste and style. Consider preferred colors, shapes and patterns and how they fit with the values of the individual or brand. In addition, I will refer to other successful brand logos, learn their design elements and stories behind them, and get inspiration from them.

Observation

Observation is an important part of creating the name of the key artwork and brand identity. This helps you design a logo that engages and resonates with your audience.

Finding

It was a creative process that helped me find that unique and memorable name and logo. It may take time and experimentation, don't. be afraid to try new ideas and concepts. By experimenting with different design elements, colors, and fonts, you may discover some. surprising combinations. Also, it's helpful to share the design with others and hear their feedback. Feedback and reflection in the discovery processes are key to continuously improving and perfecting the logo.

---

FURTHER READINGS

  

Fig 3.1 Typography, referenced (2012)

Reading specific chapters and pages in Typography, referenced (2012) brings a deep sense of enlightenment. In particular, on page 63, the book details the typeface design work of Adrian Frutiger, best known as the Frutiger typeface. This section highlights how typeface designers can create typefaces with a wide range of applications by deeply understanding and studying the characteristics of text. The Frutiger font has become one of the classics in the design field because of its elegance and readability, suitable for a variety of applications, from logo design to book typography.

This chapter also emphasizes the importance of combining the artistic and scientific aspects of font design. Designers need to give character and uniqueness to fonts based on a deep understanding of their structure, so that they can effectively convey information and emotions. This has far-reaching implications for any work related to design and typography, as fonts are one of the key elements of information delivery.

Through this book, I have gained a deeper understanding of the complexity and deep historical background of typeface design. It reminded me that fonts are not just how words are presented, but that there is a deeper meaning behind them in culture, technology and design. The book also highlights the importance of font design for brand identity, advertising, publications, and how they can be an important tool for visual communication. This chapter and the book as a whole have provided me with a broader perspective and a better understanding of the role of words and typography in visual communication.